Growth Experiments in Enterprise Marketing: How a Startup Mentality Can Give Your Enterprise Marketing Team an Edge
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Mada Seghete - Co-Founder | Head of Growth / Branch at SaaStr Annual 2018 From building a 25,000 mobile growth community, to creating viral content, to social ads Mada Seghete, the Founder and Head of Growth at Branch will cover some of the experiments they ran at Branch, leading to the adoption of their tool by over 30,000 mobile apps including AirBNB, Amazon Music, Pinterest and many more.
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Growth Experiments in Enterprise Marketing: How a Startup Mentality Can Give Your Enterprise Marketing Team an Edge
- 1. Growth Experiments in Enterprise Marketing: How a Startup Mentality Can Give Your Enterprise Marketing Team an Edge Mada Seghete Founder, branch.io
- 2. 1982 Newborn 2005 Engineer + Product 2012 Mobile App Designer + Marketer 2014 Branch Founder YOUR MODERATOR @mada299
- 3. Branch is the linking infrastructure for the world’s best apps.
- 5. ex·per·i·ment /ikˈsperəmənt/ noun 1. a scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a known fact. 2. a course of action tentatively adopted without being sure of the eventual outcome.
- 6. As your company and marketing team grow over time…. Amount of data you collect
- 7. The willingness to experiment keeps decreasing. Willingness to experiment
- 8. Fixed marketing budget Known channels Experiments ?
- 9. 2 Unexpected Experiments with HUGE impacts on Branch’s Lead Generation.
- 10. Community | Blog
- 11. Who is our community?
- 12. Who is our community?
- 13. Lessons we learned while experimenting with building a community.
- 17. We found a topic others were interested in, rather than one that most explicitly benefited our brand.
- 19. 3. Consistency is key.
- 20. We tailored to our audience.
- 21. SF vs. Bangalore
- 24. Community is a beast you can guide and evolve - not change or control.
- 27. Results? 77 meetups in 2017 Meetups - 6% of all our enterprise leads + a ton of SMB awareness Meetups - 2.5% of our marketing budget
- 28. How about our blog?
- 29. We started early and simple.
- 30. We write with SEO in mind
- 31. Everybody writes - Marketing, Sales, CEO, Engineers, Support.
- 32. SEO from non-Branch keywords drives 22% of our enterprise leads.
- 33. SEO drives 44% of all traffic to Branch
- 35. 1. Keep trying new things - set aside 20-30% of time and budget for experiments.
- 36. 2. Give experiments time to mature.
- 37. 3. It’s ok to fail. Expect to fail at least 50% of the time.
- 38. Just Keep Building start today at branch.io @mada299 | @branchmetrics